Most Valuable Salesforce Summer ’22 Release Features

Estimated 3 min. read

Salesforce has just released its Summer ’22 release notes and we’ve compiled some of our favorites below. Keep scrolling to see when these features will become available to you.

Sales Cloud

    • Close cases quicker with Einstein search – Help case agents find solutions and knowledge articles quicker through an optimized search manager.
    • Estimate your ROI for Lead Scoring – The Einstein Readiness Assessor estimates the value of Einstein Lead Scoring for your custom instance. It’s based on your lead acquisition and conversion numbers.
    • Create Custom Address Fields – You are now able to create custom fields that mimic the same behavior as standard address fields. This comes at an extremely fortunate time when many people work from home, but can also be used to track multiple warehouses and other offices.
    • Clean up inactive picklist values – Users are able to bulk delete inactive unused picklist values rather than having to do so one at a time. You can also activate, deactivate, or replace multiple custom picklist values at once.
    • Find the best report type for new reports – Have you ever created a Salesforce report only for it not to display the specific data and objects you were expecting? A newly enhanced report type selector allows users to quickly access recently used report types and view the objects and fields that are available.

Consumer Goods Clouds

    • Schedule Visits to the Right Stores at the Right Time – Use Einstein Visit Recommendation to keep your products front and center. Sales managers can select a group of stores to receive recommendations on which ones to visit, and when.
    • Ensure Timely Deliveries to Stores – Managers can prioritize orders that the highest selling stores to make sure they’re restocked first. Delivery tasks can be assigned to drivers, who receive instant notifications on their mobile devices.

Service Cloud

    • Deflect cases with Einstein Article Recommendations for Flows – Enable smart email auto-responses to quickly answer customer questions, providing knowledge articles within minutes. Accessible from within Flow Builder.
    • Make Smarter Routing Decisions – Designate a queue or skill-based information about your agents’ capacity to automatically designate new work requests more efficiently. For example, if an agent has more than 3 cases in their queue, the system can automatically route the new case to someone else.
    • Save Agents time with Einstein Article Recommendations – Use AI to recommend relevant knowledge articles to agents as live conversations happen. Reduce the time agents spend on each case while increasing customer satisfaction.

 

Marketing Cloud Account Engagement (Pardot)

    • Send Slack notifications with Completion Actions – Marketers can now use a completion action to notify a Slack channel to speed up your pipeline. Beat out your competition by responding to leads first and adding this action to your most important assets and forms.
    • Automate More with Completion Action Enhancements – You can apply completion actions to subsets of prospects who meet certain criteria. For example, you can assign prospects who live in Washington to your sales team located within Washington.

 

Pre-Release Org Feature Testing

A pre-release org is the safest way to test the new features before it comes available in your Sandbox. Please click here to sign-up. Remember that pre-release orgs will not have the customizations that your current live system has.

Sandbox Feature Testing

On May 7th, users will be able to test the new Summer ’22 features within their own Sandbox. This allows users to test out how the new features will work with their fully customized system and processes. Most Sandboxes will be automatically updated on Mayth 7th.

Salesforce Summer ’22 Feature Release Dates

Salesforce plans to release the Summer ’22 features across all live instances on the following dates:

    • May 21st, 2022
    • June 4th, 2022
    • June 11th, 2022

Features will be released in your Salesforce depending on your instance. Visit Salesforce Trust, select your instance name, and visit the “Maintenance” tab to see the date your org will be updated. To find your instance, visit the company information tab within setup in your Salesforce.

Full Summer ’22 Release Timeline

salesfore summer 22 release timeline

Pardot Renamed to Marketing Cloud Account Engagement

Estimated 2 min. read

On April 6th, Salesforce changed the name of their B2B marketing automation tool, Pardot, to Marketing Cloud Account Engagement. You may be familiar with Marketing Cloud, Salesforce’s B2C digital marketing automation and analytics software. We’ll take a look at the “why” behind the big name change, and look at a few other new name changes as well.

All Name Changes

    • Salesforce CDP → Customer Data Platform
    • Interaction Studio → Personalization
    • Email, Mobile, Ad, Journey Studios → Engagement
    • Pardot → Account Engagement
    • Datorama → Intelligence

The “Why”

With these name changes, Salesforce is making Marketing Cloud more consistent and more understandable to marketers looking at the entire platform. It’s not just name changes either, Salesforce is continuing to integrate with these best-of-breed technologies, making their CRM even more powerful than before.

    • Aligning with the marketer’s language – Salesforce has aligned its Marketing Cloud products with terms that marketers use in their day-to-day activities to help make their values easier to understand. For example, “many marketers are looking for the capability and value of real-time Personalization, not an ‘Interaction Studio’” (Salesforce). Marketing Cloud’s previous naming convention came from add-ons that have been acquired by Salesforce and kept their original name.
    • Continued unification – Salesforce’s unified platform is one reason it’s the #1 CRM.  This renaming further shows users that Salesforce continues to integrate best-of-breed technology within their system. Products are continuing to receive advanced integrations within each other, giving users access to quality data and technology they’ve never had before.
    • Future enhancements –  These changes create new pathways down Salesforce’s product roadmap. Recently, Marketing Cloud added WhatsApp and Snapchat for advertising, targeting, messaging, and more. Integrations like these continue to be made, as the marketer’s strategy changes frequently.

Takeaways

    • Blending B2B and B2C – Pardot has always been labeled as the B2B marketing automation tool, whereas Marketing Cloud is for B2C marketing. Recently, B2B and B2C marketing have never been closer than before, overlapping in many buying qualities and strategies. With the recent trend of B2B and B2C blending, this takes another step in the right direction.
    • No Account Access – One of the most frequently asked questions since the name change has been “does Account Engagement (Pardot) now have more than read-only access to Account objects”? Currently, Account Engagement still only has bi-directional updates with the Lead and Contact objects within Salesforce. Nothing in Salesforce’s current roadmaps state otherwise, but this could be the beginning of that process!
    • Some things stay the same – Most things are staying the same, especially underneath the Account Engagement hood:
      • Pricing and packages
      • SKU names on your Salesforce contract
      • Features and functionality

Pardot’s name change to Marketing Cloud Account Engagement is a big deal, but don’t forget all of the other name changes listed earlier. As Salesforce continues to integrate its products even more than before, these names should stay. For now, how do we best say the new name after knowing it as Pardot since 2007? Marketing Cloud Account Engagement Engagement Studios doesn’t exactly roll off the tongue as Pardot Engagement Studios does. Account Engagement? MCAE? That’s for us to decide and have fun with. The new “Pardashian” term is just around the corner!

Salesforce’s full article on Marketing Cloud’s name changes.

Thank You, Class of 2020

Estimated 2 min. read

To our St. Augustine High School Class of 2020 interns:

Nobody could have predicted how this year would go. In January, we were discussing the future and teaching work ethics and helping you all gain a little knowledge of the workplace. You all accepted the challenges we gave you and tackled them head-on. Not once did any of you turn down a job assignment, even though you didn’t have the experience.

You asked questions, gained your knowledge, and proceeded to succeed in your tasks. Now, you face different challenges going forward. Corrao Group has the utmost faith that you will all take these challenges presented to you, examine them, and come to a determination on how best to succeed given those obstacles.

We congratulate Griffin Miller, TJ Roeder, Jonathan Bonanno, and Noah Shroeder as you enter the next phase in your lives. Remember good work ethics are important in school as well. Congratulations to the Class of 2020! We expect to see great things from you Saintsmen!

Griffin Miller – Texas Christian University (TCU)

 

 

 

 

 

 

 

 

Jonathan Bonanno – Point Loma Nazarene University

 

 

 

 

 

 

TJ Roeder – Emory University

 

 

 

 

 

 

Noah Schroeder – University of Dallas

Work From Home Spotlight: Paul Mobley

Estimated 4 min. read

Today we’re highlighting the first guest of our Work From Home spotlight series: Paul Mobley. Paul leads sales and legal operations at Ephesoft, a tech company in Irvine, CA. “I have always worked where I’ve needed to work,” he mentioned before explaining that he’s worked at multiple WeWork locations, traditional corporate offices, conference rooms, hotel rooms, and from home. A flexible attitude is what makes working from home, and ultimately anywhere, not a large hassle for Paul.

Staying Connected With The Team

Paul says he’s been more communicative than ever before, utilizing many different tools such as Google Hangouts, Salesforce Chatter, and Zoom to keep in touch. His team used this technology before COVID-19, so there was no additional learning curve. He uses whichever communication method is preferable for the situation and the other people’s needs. Instant Messaging may be used for something needed immediately, where Zoom meetings are held for higher priority and more complicated topics. Texts and phone calls are not out of the question, they’re still great ways to have conversations and meetings “on the go” and get some fresh air.

“The internet has changed the distance barrier we used to have,” stated Paul. He explains that in the past, most people thought that we’d have more interaction with someone in the same office compared to someone working remotely. Yet, it could easily be the case where we actually interact more with co-workers that are remote. It comes down to who you report to, who is on your team, and/or who reports to you. Regardless of where employees are located, today’s technology allows us to connect within seconds with the ability to screen share and turn on our videos. It doesn’t matter if that person is in the same building or on the other side of the world.

Spending Extra Free Time

Many people who are new to working from home have some extra time on their hands now that they don’t commute to and from the office. Some use the specific time they usually spend in the morning driving to work on other activities such as walking, meditating, reading, listening to the news, sleeping in, the list goes on. Paul doesn’t think of it in a way that it gives him extra time, but that it allows him to allocate his time throughout the day more effectively. He sometimes uses that time early in the morning to get a head start on the day and block out time later in the day for a break to refuel and refresh.

“Taking small risks is like trying new foods. As our palettes change, it gives us more opportunities to try new things.”

This “extra time” also allows us the freedom to try something new. It’s time for employees to step up and take on more responsibility within the company if they have the time. It could be learning more in-depth about other departments’ processes within the company or more about current customers’ needs to see how you can further help them solve business challenges. This time can also be used to recover from a stressful day. Paul also enjoys regular bike rides to clear his head during busy days. Finding your head-clearing activity can help reset when it feels like you’ve been working for too long.

Being Authentic and Developing Closer Relationships With Your Team

Working from home gives employees the ability to show their personality today more than ever before. At the office, we are allowed to have pictures, fun mugs, and other items on our desk, but it’s never as personal as what’s at home. Paul recommends you go into meetings with the mindset of it being held on your terms versus the company’s because it’s in your personal space. You get to choose how public or private you want to be when you attend a meeting from your own home. When meetings are held in the office, it’s standard to wear nicer clothes, have no distractions, etc. At home, the expectations are different and it allows us to show our authentic selves through the clothing we wear, our backgrounds, and our overall presentation. We are only limited by our creativity. For example, sometimes he feels cooped up inside and needs a change of pace. Using wifi on his computer or using the data connection on his phone, Paul has the freedom to roam. Most people on these calls or videos understand this because they may be experiencing similar feelings of being stuck!

“Have fun – you don’t have to work from home, you get to work from home,” said Paul towards the end of our discussion. He mentioned people may not want to lose what they’ve gained while working from home. This could be enjoying a new morning walk routine so much that upon returning to the office, they wake up 20 minutes earlier than usual to walk before heading into the office. It could also include something more substantial, such as a 2-hour mid-day break where employees make up that time later in the evening at home. He doesn’t view working from home as uncomfortable because, “If you live there every day, it shouldn’t be uncomfortable. It’s only uncomfortable because we haven’t done it before.”

ABOUT EPHESOFT

Ephesoft is the leader in Context-Driven Productivity solutions, helping organizations maximize productivity and fuel their journey towards the autonomous enterprise through contextual content acquisition, process enrichment, and amplifying the value of enterprise data. Customers use this innovative technology to automate any document-based business processes or tasks, improving accuracy, increasing efficiency, and reducing costs. Ephesoft’s focus is to improve enterprise productivity, which results in better customer experiences, more fulfilling careers, and higher business profitability.

Sign up below to hear more from, and even be a part of our work from home series.

Future Impacts of Working From Home

Estimated 3 min. read

Employees may come back to a very different office from when they were last there. There could be motion-activated doors and voice-activated elevators, fewer desks, or desks that look entirely different. Working from home could be the new norm with organizations being forced to find ways to successfully do so during Covid-19. While a number of companies will return to the office just as they were, many companies are going to begin working remotely because they can. To successfully run a company from home requires the right management, employees, procedures, and technology. The most likely future impacts of companies working from home include different looking office spaces and new germ/virus protection measures.

New Office Designs

No one will feel comfortable on their first day back in the office if they’re sitting within three feet of their coworkers all day. A few sneezes and coughs later from coworkers and employees will spend more time worrying about not getting sick than getting work done. We are going to see a complete remodeling of how office spaces are laid out going forward. Starting at the building’s entry point, automated doors could become everyday normality. Grocery stores have automated doors and we only visit those a couple of times per week, so why are we touching the building’s entry handle multiple times a day?

                                         “6-Foot Office”

Today, open office floor plans are extremely popular. It allows employees to interact easier in a more collaborative effort than in the past. Prior to this were taller cubicles where employees were separated from each other, but could still stand up to speak to their neighbor next door. The cubicles provided a barrier that many people today might want in order to return to work. While these cubicles may take up more space than the current desks, not as many desks may be needed with some of the company working from home. Although, open floor plans will not completely die off. Other organizations, such as Cushman and Wakefield, are keeping open floor plans and adapting the “6 Feet Office” approach to make employees feel safer.

Antibacterial, Germ and Virus Protection

Companies will soon find that not as much space is needed due to some employees working from home, so not as many cubicles are required either. Some may match a shared space office building where their employees do not have a specific desk they sit in each day. An increase in shared desks requires additional safety measures in order for employees to use a desk that could have been used by a sick employee the day prior. Businesses will have to turn to germ and virus protection solutions to provide a clean workspace. Taking things a step further, there are antibacterial bundled solutions made specifically for specific industries – small businesses, doctor/dental, restaurants, education, etc. They can even come into your organization, perform an audit to see where and what employees interact with to then provide solutions that fit your custom environment.

These germ-killing solutions will be critical even beyond desks and into break rooms, conference rooms, individual offices, and other shared spaces. When employees first return to the office, conference rooms may be off-limits, and break rooms may only be visited to grab or store something in the fridge quickly. Companies can make their employees feel more comfortable with door handles, UV lights, and other solutions that reduce 99.9% of germs on surfaces.

What Makes Your Employees More Comfortable?

No matter what companies do to make their employees feel safer upon first returning to work, they’re still going to be uneasy. Even if they were isolated in a recently-disinfected room all day, there’s nothing that will rid them of all their uneasiness. Companies must do whatever it takes to make their employees feel comfortable returning to work. Since each group is different, we encourage companies to ask their own employees what would make them feel more comfortable. Whether it’s office furniture, cleaning products, or new procedures, the requests could range from A-Z. Coastal Health USA offers services to come onsite to your facility to recommend antimicrobial solutions to help reduce germs and viruses at your company.

Ensure Your Employees are Setup for Success At Home


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Estimated 3 min. read

Work from home (WFH) employees are not the same worker as they are when they’re in the office. They have different surroundings, applications, and family or friends around them. With an entirely new setup, some may have never worked from home before; they might need appropriate furniture and technology requirements, including better WiFi. Other employees may already be working remotely and have their own setup. It is recommended that this group shares their experiences when working from home with the rest of the company. We’ll cover the most notable differences between how an employee works at the office compared to how they work from home.

Environmental Distractions

Depending on one’s office and department, their office setting could either be louder or quieter than their home setting. There are co-workers on calls, typing and printer noises, doors opening and closing, etc. At home, there could be children playing or being homeschooled, landscaping outside, or friends/family in the other room watching TV. In smaller settings, loud neighbors working from their homes could cause a daily distraction. Noise-canceling headphones may be better for the home office because it’s more appropriate to drown out outside noises than valuable insights from their coworkers.

Systems and Technology

When employees are given all the technology and resources their job requires, they are set up for success. They’re able to login to secure systems, print or scan anything they need, and have access to a great internet connection. At home, they might not be able to recreate the same setup. Many employees may be working on kitchen or foldout tables in chairs that are not designed to be used all day. If they’re lucky, they are able to bring home an extra monitor from work. While working from home, additional virtual meetings are required for companies to check in more frequently as they normally would in the office. This requires a robust internet connection and if two people are now working from home, the current WiFi plan may need to be upgraded to the next level. If children are conducting school online, it will only put even more stress on the WiFi. Upgraded WiFi is one thing companies have been helping their employees with.

With CRM technologies like Salesforce, many companies can successfully work from home without skipping a beat. Businesses of all industries and sizes can optimize their entire company with Salesforce while empowering employees to collaborate while working from home. All leads and contacts, deals, service tickets, contracts and more are stored in real-time backed by automated processes to make sure steps are followed and nothing falls through the cracks. Users can log in both at the office as well as at home, and be productive no matter which setting.

How to Help Your Employees Work From Home

  • Research if your company can create and fund a requirements checklist for your employees to work from home. See if your employees require items like monitors, chairs, and desks to enhance their productivity.
  • Onboard the company to an instant messaging program. Programs like Microsoft Teams, Skype, and Zoom are the most popular applications to keep your company connected.
  • Provide access to applications that your business processes are tied into. If it’s their first time working from home, make sure the IT department has enabled any remote access to applications. Ensure all security measures are followed and that any confident data is stored on a locked and secure device.

 

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Entertaining and Necessary Things to do While Staying Inside

Estimated 4 min. read

With a great number of people asked to stay inside during this time, one can run out of things to do fast. There is only so much television we can watch, books to read, and other things before something new is needed. We’ve put together a list of things to do during the week that can help out in many different areas. The list includes activities that are both fun and also tasks that should make you feel more accomplished while staying inside.

Review Budgets to Save Money

Review your monthly subscriptions for necessity
– Business Subscriptions, Music, Clothes, Food – are these necessary for the next couple of months?

Update Family Budgets
– How does eating out less and cooking more affect your situation?
– Contact your Gym to make sure you’re not paying for this month.
– What are your cost savings for gas as well as time not in traffic?
– Can you adjust your car insurance, based in miles, for the next 3 months?

Create a simple spreadsheet with 2 columns, “WFO” and “WFH”, and compare the costs to see how much you’re saving and where you can save more.

Productive Activities Around the House

Clean up the garage
– It’s time, don’t hold it off any longer. Keep the door open as well to get some fresh air.
– If you find things that you don’t need anymore, donate it to help people in need right now.

Change the oil and fluids in your car(s)
– It might be a good time for a self-detail as well.
– If you have children make this fun and educational for them!

Fix things around the house
– Loose screws, squeaky doors/cabinets; now is a good time to fix those.
– Lightbulbs and batteries for alarms.
– Have you always wanted to paint that room? It’s time to schedule this on your calendar if so.

Cook an extraordinary dinner!
– Take out that day-long recipe you’ve always wanted to cook and get to it. Make sure that if someone else is enjoying your dish, they do the dishes – it’s the rules.
– Kick off a Zoom meeting and have a virtual potluck with your friends and family.

Clean more
– Cleaning more frequently makes it less of a task each time you do it. Having a clean space can also boost productivity and happiness.
– This is a great task to keep the kids busy. Make it a fun project and reward them for completing their jobs.

Catch up on entertainment
– Pull up the list of shows and movies your friends have been telling you to watch. Call your friends afterward to discuss it and catch up. If you’re fortunate to have kids, show them one of your favorite movies from when you were their age.

Go through the family photos
– Relive all the great times over the years through your photos. Send pictures to anyone else in the older photos to connect with them!

Get ready for summer by cleaning the backyard and planting the garden
– This is a great exercise to do with family and could be great for the kids to learn how to pull weeds! A win-win situation.

Game Nights, Trip-Planning and More

Family game nights
– Break out all of the board games and make it a fun night. Maybe even tally the wins per player over the next few weeks and see who is the ultimate game night champion!

Learn an instrument
– Have an old instrument in the garage you never finished learning? Dust it off and look at some free online videos for help. Maybe someone else in the family would like to learn with you.

Plan a trip
– Plan for a future trip. Do all the research about places to stay, visit, and dine at. Plan for a few trips and figure out which ones to take first.
Stay connected with your extended family and friends.
– If they are not tech-savvy, show them how to use tools like Skype and Zoom. You could play games such as chess and others through video chat.
– Schedule frequent calls to stay connected and foster a positive mental outlook.

These are some activities you can do both during the week as well as the weekend. This is only a small list – there are thousands of other activities you can do. If you’d like to stay up to date on other things to do during this time, please fill out the form below and we’ll send you an email each time we post content like this. Always wash your hands multiple times per day! If your hands feel dryer than usual, it’s because you are washing them more frequently than usual – find some lotion to help keep your hands from getting too dry. Set reminders to get fresh air and go for walks.

Why Salesforce Is the Ultimate Work From Home (WFH) Platform

Estimated 4 min. read

When it comes to working, there’s nothing more relaxing than responding to emails, making phone calls, and reviewing reports all from the comfort of your home. Being a stay-at-home employee has its benefits, such as having more control over your schedule, fewer distractions and more productivity, and everyone’s favorite reason, no time spent in traffic! Working on the Salesforce platform since 2008 ourselves, we know how relaxing it is to work from home. There’s almost nothing you can’t do from home while working on Salesforce. You’re still working, but it’s tasks from the comfort of your own home without any office distractions. Here are a few benefits from working from home across Management, Marketing, Development, and Sales.

Management

Our Managing Partner, Jack Corrao, started by saying, “People working in the office is nice, but it’s not necessary in a lot of businesses. Many of my employees could work from home because Salesforce is a cloud-based system. No servers required, which means if something happens in the office, like the internet goes down, you can just head home and work. We think soon all businesses will have to evolve with the coming times, that means moving away from their multiple systems for each department and onto a software like Salesforce, which supports: Human Resources, Marketing, Sales, Support, Operational Linguistics with each having a customizable cloud.“ He finished off by saying this, “You shouldn’t be handcuffed to your building, having freedom will make you a better and harder worker.“

Salesforce allows managers to track and display all their KPIs within Dashboards. With the company updating Salesforce in real-time, reports aren’t only ready at the end of the day, or week – they’re available 24/7 with live stats. All the information and conversations regarding projects are tracked and recorded within Salesforce.

working from home with coffee and a laptop

Marketing

Our Marketing Specialist and Social Media Manager John Carroll said, “If everyone had to work from home tomorrow, we would still be a functional and successful company. We all have access to the same data in real-time, so we don’t have to wait for reports, documents, or files from co-workers.” He also brought up this tweet from Salesforce CEO, Marc Benioff, who said, “While we are all working from home during this time, we are using quip to help other remote teams across the globe collaborate.” He is talking about the documentation software, Quip, where documents, spreadsheets, slides, and chat are all combined and connected to Salesforce records. At Corrao Group, we use Quip to communicate with each other, even if it’s a few desks away or from one of our remote offices such as Seattle or Canada. 

We can create a campaign asset inventory for emails, landing pages, and more within Quip, where our entire team can collaborate in real-time, anytime. Quip should be in the everyday marketer’s toolbox, especially those already on the Salesforce platform. Fields in Salesforce can map to information in Quip, so when users update one piece of info, the other connected piece is automatically updated so there’s no discrepancy. It’s perfect for working from home because all the content is live, and team members can get notified when updates or tasks are assigned. 

Sales

“With Salesforce, working from home is as easy as it gets”, Ellis Davis, Sales Operations at Corrao Group. All the information and tasks are inside Salesforce so forgetting any notes at the office are a thing of the past. It’s all inside of Salesforce and easy for the whole company to access in real-time. With Chatter being the main communication on projects, she and everyone else can jump into the conversation and catch up or give updates with everything being in one place. “We’ve always known how to work from home because we’ve always had Salesforce, so it’s easy to hop on during a weekend and home and work like you were in the office”, she ended with. Tyler Keil, Sales Operations, has always lived by the phrase, “If it’s not in Salesforce, it doesn’t exist.” All notes are put into Salesforce and associated with the appropriate location, whether that’s a Lead, Contact, Account, Opportunity record, or something else. Having instant alerts when someone updates one of your records or tasks that you’re working on helps speed up everyday processes while working from home. “Salesforce is much more than a virtual Rolodex, it tracks conversations, the entire pipeline, historic deals and much, much more.”

When working from home, sales reps can’t quickly ask if a co-worker spoke with, or emailed a new lead. With Salesforce, all calls and emails are logged right on the contact record as they happen, so there’s no confusion. This way, reps can catch up if they need to without having to wait for someone to explain the updates themselves. Salesforce eliminates the need for unnecessary meetings and allows users to continue being productive at home.

Salesforce - the ultimate work from home platform

Salesforce: The Ultimate Work From Home Platform

We’ve had the ability to offer the option for our employees to work from home since we started using cloud-based solutions in 2002. Since then, we’ve adjusted and created an infrastructure within Salesforce so our team can work from home and not skip a beat. While Salesforce isn’t required in order to run a business from home, it can incredibly boost the progress and success of each department, all while making your employees’ jobs easier. We understand how flexible the Salesforce platform is and how it supports every department in your business. If you’re struggling to run your company from home, please email us at wfh@corraogroup.com. We can jump on a call to discuss your current and projected business situations and suggest assistance.

6 Reasons to Use Video in Account-Based Marketing

Videos work because it helps companies stand out from their competitors; they grab the viewer’s attention in a way that a simple email cannot.

Estimated 3 min. read

B2B companies are seeing higher ROI with Account-Based Marketing tactics (ABM) than they are with other marketing initiatives. Incorporating video technology into one’s ABM program can only boost its success. While those extremely nice and ground-breaking videos we see from Nike, Apple and others are amazing, even simple videos of a rep at their desk can boost ABM efforts. These videos work because it helps companies stand out from their competitors; they grab the viewer’s attention in a way that a simple email cannot. In addition to standing out from your competition, here are six reasons to use video in your ABM efforts:

1. Videos Boost Conversions and Sales

Having a video on your landing page can boost conversions by 80%. With vision being the most dominant sense, it’s not surprising. For sales, 74% of users who watched a product video ended up buying something. In today’s digital world, videos are outperforming white papers and enhancing landing pages to give the customer an easier experience.

2. The ROI is There

83% of businesses report that video provides great ROI. Whether the video’s quality is at the scale of Nike, or a simple product demo, it pays off. As technology advances, editing tools are getting easier to use and more affordable. Companies that don’t have experience in video marketing can easily get involved and start today.

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3. Video Marketing Saves Time

Consumers are smart, and they know downloading a white paper means going through a sales demo at some point. They also know that it takes time to read and digest the content as the content tends to be more sophisticated than that of video. Showing a video helps viewers learn all they want about a company/solution if the video does the job right.

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4. Provides Confidence and Validation

If the cost is large enough, the buyer will have to put their reputation on the line to justify it. Having a case study video testimonial will help the buyer, and their company feel more confident in your solution. Videos are also easier to share and don’t require additional information as white papers tend too.

5. Videos are Easier to Digest

In your busy workday, can you afford to spend 15 minutes reading a white paper, or would you rather watch a 3-minute video to obtain the same info? The average viewer retains 95% of info they watch versus the 10% when they read. Multiply this a few times because your colleagues will be reading/watching this content and it all adds up.

6 Reasons to use video in Account-Based Marketing camera (1).png

6. Communicates Emotion

A personalized video goes a lot further than a white paper, especially when it comes to first impressions. Emotions play a part in making decisions, and personalized videos can build a relationship. When the buyer narrows their choice down to two solutions and can’t decide on which one to choose, having that relationship is going to be the difference-maker.

Anyone can start using video marketing in their ABM strategy as soon as today! Recording a video containing content that would typically be copied and pasted into an email can be your simple start. Don’t have an ABM strategy in place yet? Don’t worry, it’s not required to use video in your outreach. If you’d like to start Account-Based Marketing, take a look at our 5 tips to get started blog post. Visit our website and contact us today if you’d like us to help run, or assist your marketing efforts through our digital marketing agency. We provide marketing services of all kinds, including content creation, paid advertising, filling funnels, and much more.

ABM for Beginners – 5 Tips to Get Started

Estimated 4 min. read

It’s well known that 87% of B2B marketers agree that ABM delivers a higher ROI than any other method (ITSMA). The next question everyone asks is, “where should I start?” ABM for beginners is a complex strategy, and newcomers can quickly become intimidated by the time and effort it takes to run. The truth is, even a company with 10 employees can successfully execute an ABM strategy. All it takes is knowing how to start correctly with a solid foundation. Businesses just don’t start ABM with 200 accounts on day one; they start out with a few accounts, show ROI and success, correct themselves, and continue to scale. ABM for beginners starts with building the right team.

1. Form the Team

An ABM strategy is only as great as the team that develops it. It’s pivotal that ABM teams are built correctly with the right people. They will be responsible for defining the goals and KPIs, developing the strategy, and executing to produce results. There is no magic number for the right team as it varies based on the company’s size. Recommended team members include the heads of Sales and Marketing, including those involved with content strategy, technology management, and media managers. Once the team is assembled, it’s time to decide on who your customers will be with your ABM strategy.

ABM for beginners forming a team at the office

2. Identify Target Accounts

With hundreds and even thousands of accounts on file, is there a trick to pinpointing the ones that would provide the highest chance of ROI? There is, creating your Ideal Customer Profile (ICP). An ICP is a description of a company that is the perfect fit for your solution. Criteria can include industry, budget, employee headcount, the technology they use, etc. Based on how many criteria a company meets, they should be segmented or tiered. Those that meet more criteria of the ICP should produce the most ROI, so they should be tiered higher and given more attention and resources. For example, if your solution is perfect for a company in the manufacturing industry with a budget of $30k, has 400 employees whom all use Gmail, that would be a Tier 1 client. If an account comes in that meets only one out of eight potential criteria, they would be a tier 3 client. Once some tier 1 accounts are segmented, we can then target and message the decision-making contacts at the account.

3. Highlight Decision-Makers

Finding out those who will ultimately say yes or no to your solution at a company will help your team market to them, swaying them to say yes. These decision-makers usually are c-level, but it’s also important to find out those who may not be in the c-suite but still have a major influence on this decision. Finding out who these contacts are can be done through interactions with the company as well as conducting research. The value here is having the confidence that you know who you’re speaking to will ultimately be the ones making the decision on your solution. A buyer persona should be filled out for each decision-maker, and include info on their daily activities and pain points. Knowing about your buyers’ pain points will help marketing create their content, and help sales with their outreach since they’ll know what pains to address. Having these contacts highlighted will help you in the next step when you create custom content for each decision-maker.

ABM for beginners highlight the decision makers in the company

4. Design Outreach Plan

In traditional marketing, the same content is usually blasted out to everyone in all types of roles. ABM is about sending custom content about how your solution(s) will help the recipient in their specific role. This requires research to be done on what challenges they face daily, and how your offering will solve it. For example, a VP of Marketing at a tier 1 account will receive content from your company on how your solution will help produce more quality leads because it is a pain point for them. This can be time-consuming, but well worth the investment. Once the content is finalized, incorporating it into the larger outreach plan will help paint the larger picture for everyone. You’ll designate who will receive content and when, when a call from sales will go out, when they will see an ad about your solution, etc.

5. Expand Accounts, ROI Reporting

ABM requires an abundance of research, but the time and resources is well worth the investment. Due to all the research your company will do, they can find additional ways that your solution(s) can help a customer that would have never been found through traditional marketing. This stops the one-and-done projects and allows a longer engagement and more success for both your company and the customer. After ABM has been running for some time, it’s time to report on your success, did ABM work for your company? ABM reporting can be one of the more difficult efforts to track unless you have the right technology. It’s not recommended to track efforts manually as it would be too time-consuming, and not scalable. Our recommended tool is Salesforce’s Einstein B2B Marketing Analytics as it helps see top-level KPIs, identifies top-engaging accounts, see current stages, and much more.

ABM for beginners better quality reporting with statistics

ABM for Beginners: Final Thoughts

Account-Based Marketing will take time to show revenue due to the deals typically being larger in size. With ABM’s marketing efforts generating 200% more revenue than others, it’s well worth it (Flip My Funnel). In addition to having a great strategy, the technology used is also an important factor. Tried and true for both ourselves and our customers, the Salesforce platform has all the tools and connections to accomplish your ABM campaigns. Corrao Group offers services that both help set up your system for ABM training and campaigns, as well as execute and run it for your organization. If you’d like to download our full Account-Based Marketing Guide for B2B Marketers, please fill out the form below.